SUNDANCE COLLAB
creative challenge
The Sundance Institute has a 40+ year track record of supporting independent artists. Sundance Collab, the Institute’s online learning and community platform is the place where artists from around the world can hone their filmmaking skills. The hard part? Telling the world about us on a non-profit budget.
BEFORE
AFTER
solution
With its high return on investment, email was chosen to be our strategy to remind our 170,000+ members of our courses, events, and membership perks.
Keep the brand fresh in members' minds
Increase engagement
encourage social sharing
As the lead of the Sundance Collab email marketing program, I had two key goals when I started. The first was to adjust our brand voice to be less academic and more friendly—something easier for our many global members to understand and connect with. The second was to refresh our email templates, moving from black on black to a more open and fresh-feeling visual identity that also tied in with Institute branding.
results
Email open rates of 45% and up